Proposed New Bowling Alley Sign Has Some Seeing Red

A new sign proposed for outside the All Star bowling lanes in Riverhead could transform the area into something akin to the Las Vegas strip, some neighbors are protesting.

The Riverhead zoning board of appeals is slated to hear an application on June 13 at 7 p.m. from the All Star bowling alley for permission to erect a new 32 square foot illuminated and animated sign.

The application, filed by Main Street Holdings for The All Star, located at 96 Main Road in Riverhead, seeks a variance to and/or relief from the provisions of the town code and requess permission to erect a normally prohibited, free-standing, internally illuminated, digital display message board sign.

And residents opposed to the plan believe the sign is not only illegal under town code, but could pose a danger to motorists and transform the Riverhead landscape forever.

"I love what they have done to reinvent the bowling alley for the 21st century, but Main Road,  even west of 105, has mixed uses, including residential," Georgette Keller of the Save Main Road group said. "It is not the Vegas strip. A digital sign is just not appropriate for that area or as the gateway to the North Fork that we are working so hard to preserve for generations to come, to enjoy, explore, and connect to Long Island's agricultural past."

Right next door, she added, sits a town landmark.

Larry Simms, another member of the Save Main Road group, pointed to a specific section of the town code that deals with signage.

The purpose of the code as written, he said, is to "perpetuate the open character and rural appearance of the town," and to "preserve the historic character and architectural heritage of the town."

The intent, he added, seeks to "reduce distraction and obstructions which may cause motorists confusion, impair visibility, and lead to accidents."

In addition, the code states that only one sign be allowed at each business and secondary signs may be permitted at the discretion of the architectural review board. Permitted primary signs are not permitted to indicate business hours of operation, telephone numbers, fax numbers, or web addresses.

"Clearly, this sign is not in accord with the purpose and intent of town law," Simms said. "Clearly, if you put a 32 square foot sign right next to the busiest road in town, it's going to distract drivers."

The sign, he added, serves only one purpose -- to help the business owner with advertising.

Such advertisement, he added, is touted by the manufacturers of the signs as a less expensive way to boost business than traditional ads in the media.

The owner, Simms said, are looking for a variance from a section of the code that says "flashing, oscillating, blinking signs" are not allowed, other than time and temperature displays, which the proposed sign is not.

Traditionally, Simms continued, variances are sought for issues such as setbacks, or for a change of business use. 

"This is different," Simms said. "The law says no signs of this sort anywhere in town and they're saying, 'Forget that' as if the ZBA was a legislative body, which it is not. It's an interpretive body. The law on this is ironclad."

The ZBA made an exception for the Suffolk Theater, Simms said, adding that many on the town's landmarks preservation commission and the ARB "thought it was a bad idea, but it was in the heart of downtown and a unique building, so they made an exception."

However, the bowling alley is a different story, Simms said. "If you say it's fine to have this particular sign, then you can put an animated billboard in front of every business on Main Road. We'll look like the Las Vegas strip -- and we won't be able to stop it."

The ZBA is meant for relief from practical difficulties or unnecessary hardships in complying with zoning laws, Simms said. "Nobody has said there are practical difficulties or unnecessary hardships. This is just something the business owner wants."

Simms also blasted the current signage outside the bowling alley, which he 
said already violates own code by being too close to the road and too large; Simms also said signs promoting "Happy Hour" are a bad message and promote alcohol consumption to motorists.

"These guys are flaunting the law and, at the same time, seeking relief from the law," he added.

All Star owners Peter Sgroi, Jeffrey Rimland and architect Chris Smith did not respond to multiple requests for comment.

What do you think about a new, 32 square foot, illuminated and animated digital sign outside the bowling alley on Main Road? Share your thoughts with Patch.